Why is this work relevant for Direct?

The work is relevant for Direct because it made people take action using a trending topic.

Background

On 26th November 2018, a glitch in Google Search India was discovered. Searching for ‘Bitches Near Me’ returned a list of female hostels and PGs. The word spread on social media and soon media started talking too. The internet was enraged. Social media furious. We knew that this was going to be big.

Describe the creative idea (30% of vote)

We created a search campaign by hijacking ‘Bitches Near Me.’ The campaign was conceptualized and deployed within a few hours. The ads followed a quirky and witty tone to catch users off guard. It showed the Bitches and Dogs near the users that were up for adoption. As predicted, search results climbed as more and more people got to know about the glitch. Bad news for the search engine, but great news for us as our campaign reached more and more people.

Describe the strategy (20% of vote)

Strategy was simple. We used the trending topic to drive the agenda of our brand. As searches on Bitches Near Me, picked we used the same term to direct people to dogs that are up for adoption near them.

Describe the execution (20% of vote)

We created a search campaign by hijacking ‘Bitches Near Me.’ The campaign was conceptualized and deployed within a few hours. The ads followed a quirky and witty tone to catch users off guard. It showed the Bitches and Dogs near the users that were up for adoption.

List the results (30% of vote)

11 dog lovers adopted bitches near them. 11 dogs found a new home.